The globalisation of the world is believed by some to homogenise individuals from different national cultures. However, the values and norms of an individual are deeply rooted in their national culture and are therefore difficult to change. Since birth these values and norms are learnt through interaction with others within a specific national culture. The differences in values of a national culture are shown in the cornerstones of the nation. These cornerstones are language, aesthetics, religion and social institutions. Differences are also shown in Hofstedes cultural dimensions, the long-term contra the short-term time perspective and also in symbols, cultural heroes and rituals. In a global world, businessmen of different national cultural backgrounds will meet illustrating these differences. We find it important to study how these differences influence a business relationship. The objective of this thesis is to study, how Swedish businessmen can overcome national cultural differences in a business relation by using relationship marketing. Furthermore, to illustrate national cultural differences, which Swedish and Japanese businessmen find important in the business relation. The study is based on depth-interviews with both Swedish and Japanese businessmen. The result of the depth-interviews shows that relationship marketing is a method to overcome differences in national cultures.

<p>The globalisation of the world is believed by some to homogenise individuals from different national cultures. However, the values and norms of an individual are deeply rooted in their national culture and are therefore difficult to change. Since birth these values and norms are learnt through interaction with others within a specific national culture. The differences in values of a national culture are shown in the cornerstones of the nation. These cornerstones are language, aesthetics, religion and social institutions. Differences are also shown in Hofstedes cultural dimensions, the long-term contra the short-term time perspective and also in symbols, cultural heroes and rituals. In a global world, businessmen of different national cultural backgrounds will meet illustrating these differences. We find it important to study how these differences influence a business relationship. The objective of this thesis is to study, how Swedish businessmen can overcome national cultural differences in a business relation by using relationship marketing. Furthermore, to illustrate national cultural differences, which Swedish and Japanese businessmen find important in the business relation. The study is based on depth-interviews with both Swedish and Japanese businessmen. The result of the depth-interviews shows that relationship marketing is a method to overcome differences in national cultures.</p>